Toyota’s upgraded bZ4X EV tops Japan’s Q3 2025 sales, beating Honda for the first time. Learn how fast charging, price cuts and free charging membership drove the surge.
For the first time since the rise of electric mobility, Toyota has outpaced its domestic rival Honda in quarterly electric‑vehicle (EV) sales. The company’s compact SUV, the bZ4X, emerged as Japan’s best‑selling EV in the third quarter of 2025.
Record‑breaking numbers
In Q3 2025 the bZ4X moved 3,448 units – a staggering 22‑fold increase over the same period a year earlier. Honda’s N‑One e followed in second place with 2,732 cars, while Nissan’s small‑size Sakura model took third with 1,895 units.
Ending Nissan’s long‑standing dominance
Nissan had led the domestic EV leaderboard for roughly 15 years. Toyota’s refreshed bZ4X, however, is gaining momentum thanks to a combination of quicker charging, upgraded interior and exterior styling, and a more attractive price tag starting at ¥4.8 million (about US$30,600).
Strategic incentives boosting demand
Alongside the price cut, Toyota offers a complimentary one‑year membership to its nationwide charging network for every new bZ4X purchase. The incentive, together with other promotional measures, has been credited with the sharp sales jump.
Technical upgrades power the surge
The October 2025 mid‑cycle refresh extended the bZ4X’s driving range to a maximum of 746 km on a single charge – the longest range among locally sold EVs at the time. Faster DC charging, enhanced infotainment, and additional driver‑assist features also resonated with consumers.
From a muted launch to market leader
When the bZ4X debuted in May 2022, it struggled to make an impact in Japan. Sales only began to climb after the 2025 upgrade, underscoring how vital continual improvement is in the fast‑evolving EV sector.
Success beyond Japan’s borders
Internationally, the bZ4X has performed well in Europe and the United States. Toyota sold more than 18,000 bZ series vehicles in the U.S. during 2024, though numbers dipped to 15,609 in 2025 as competition intensified.
Affordability driving future growth
In the U.S., the 2026 bZ4X starts at US$34,900, positioning it as one of the most affordable electric SUVs on the market. Toyota also plans to roll out a budget‑friendly C‑HR 2026 electric SUV later this year, aiming for a sub‑US$35,000 entry price.
These moves illustrate Toyota’s aggressive strategy to capture a larger share of the global EV transition while keeping the brand accessible to a wide range of buyers.